"Hi Ryan - the image will be a back wall display image inside a trailer display on fishing and poaching in Alberta would love to use your images."
He informed me earlier that the image would
Blown up to 7' x 12'. The company is a not for profit but they have purchased photos from me once before. They obviously have a marketing budget.
Sounds like you're in Canada.
The use will be regional in scope and limited to a Provence having a estimated population of 4 million people, though the target audience would seem to be fishermen.
It sounds like they would use the image for several years and for just the one use, but you would want your use license to include those restrictions.
If they want to use the image for several years I recommend you offer them a multi year license paid for in yearly installments:
For example:
Year 1 - $$$$ (say $2000 to keep the math simple)
Year 2 - $$$$ after a 20% discount off the year 1 license fee ($1600 if $2000 1st yr).
Year 3 - $$$$ after a 20% discount off the Year 2 license fee ($1280 or 20% off of $1600)
Year 4 - $$$$ after a 20% discount off the Year 3 license fee ($1024 or 20% off of $1280)
but the reality is that today's market likely won't support that.
Apply salesmanship.